Out of home advertising (OOH) is advertising designed to reach consumers when they are not home. Examples of OOH media formats include digital billboards, posters, in-flight advertising, arena and stadium advertising. While OOH ads have been around for quite some time, this type of advertising still remains relevant in the industry, as digital technology constantly offers new ways to reach consumers outside of their homes. Setting aside the significant blow the industry suffered in 2020 due to the pandemic outbreak, global out-of-home advertising expenditure is nonetheless expected to grow in the coming years. It should be noted that much of OOH revenue growth projection can be attributed to digital platforms rather than physical ones. French multinational corporation JCDecaux, American companies Clear Channel Outdoor, Outfront Media, as well as German Ströer and Chinese Focus Media are the five largest outdoor advertising companies in the world.
The OOH advertising market in the U.S. has been showing healthy growth. OOH ad spending in the U.S. surpassed 6.9 billion U.S. dollars in 2021. Despite the 28 percent decline in 2020 caused by the coronavirus outbreak, the U.S. out-of-home advertising market will see positive growth of more than 17 percent in 2021 and 11 percent in 2022. Billboards have the highest reach amongst OOH advertising types in the U.S. – about 80 percent of American consumers stated noticing a billboard ad. In 2020, there was a total 343,106 billboards in the country and this number grew to almost 351 thousand in 2021. Printed signs in various venues had the second highest reach in the country. Billboards or other out-of-home ads often instigate responses from customers such as looking up information about the advertiser on their smartphones, or talking about the ad or product with others. Amazon is the leading outdoor advertiser in the U.S., followed by McDonald’s, Apple and Geico.
U.S. DOOH market Digital out-of-home advertising platforms are forecast to gain space in the U.S. market. By 2023, about some 3.8 billion U.S. dollars will be spent on DOOH in the United States, up from 2.7 billion invested in 2020. Whenever digital media are concerned programmatic trading comes into place and DOOH is no exception to that rule. It is, however, making baby steps in the area. Programmatic DOOH spending in the U.S. is projected to grow from 180 million in 2020 to 530 million by the end of 2022. All in all, it is worth noting that digital outdoor ads are an effective medium. In fact,more than 50 percent of consumers in the U.S. say they pay attention to DOOH advertising in the form of billboards, street-level ads and place-based formats.
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In the following 5 chapters, you will quickly find the 34 most important statistics relating to "Out-of-home advertising".